For anyone who owns and manages an online business, where she must sell hundreds, even thousands of products. Quality content is a necessity. When an online entrepreneur is satisfied with the structure of his business, that the conversations that take place are decent but that the company lacks incoming traffic, then you have to apply a high -level content strategy, because it is there that the solution is.
Here's how you can develop and implement a content strategy to help you develop your business.
What is the content strategy?
The content strategy essentially consists in planning, preparing and providing relevant and attractive information for your target customers in all the communication channels they use to search for this information.
The content strategy aims for the creation and publication of useful content. The content strategist must ensure that it highlights the content and the reasons why it publishes it at the start. Otherwise, it is not really a strategy focused on articles.
Without content strategy, you have a content production chain that no one really cares about. When you send the right message to the right potential customer at the right time, you reach the desired commercial result!
It seems simple enough, but for the content of your information to be relevant and attractive for your target customers, you must be able to "join the conversation that takes place in their own mind" in a powerful emotional way, guided by the Aida technique .
Good content requires a content strategy
Content is the element of your website which requires the most effort. He communicates all aspects of your business to people: inform them of your services, arouse their interest, give them instructions and information about how to use your site, collect information, reward loyalty to the brand and make known your business. But why does the content need a strategy, just find a good editor? Unfortunately, developing good content is not as simple as that needs a content strategy.
A content strategy defines in realistic terms the process of creating each written word that appears in your web communication, and even extends to blogs and presence in social media. First, you must formalize the messages you want to communicate through your website: why is your business the right choice? What are the best characteristics of your business and your products? How can people access you and your business?
Then, it is a question of analyzing your current content, the guidelines of your brand and the style guides in order to strip useful and relevant information and to delete obsolete content. By developing a content strategy, you crystallize the desired tone and style of your virtual communication. This allows you to create new content and revise the descriptions of your products.
How can you use the content strategy to your advantage?
There are three categories of key content that your strategy must take into account and implement so that your business takes advantage of it, namely:
- Conversion offers: Providing content that offers real and convincing value with a clear and powerful " call for action " to stimulate your audience's conversions.
- Awareness: Provide informative content that positions your business as the expert in your sector. The content must be relevant and attractive for your target customers and must demonstrate your commercial expertise within your sector.
- Educational information: Provide content that explains how your business is able to solve the problems and commercial challenges of your target customers. This information can take the form of trials or demonstration systems, testimonials or case studies of your previous projects. A tip is to determine the main "problems" of your customers in their business and explain how the application of your products and services eliminates these problems and provides the desired advantages to their own business.
Then, you must understand how a structured approach for this type of messages must be part of your content strategy to develop and disseminate information successfully.
The digital approach: the best content strategy
Just think about television, radio, seminars, presentations and other content. These have been used for a very long time for commercial and marketing purposes. Content is therefore not the new weapon on the market. Share -shaped content has always been used. In the current digital world, the main transformation is that people consume content in real time, where and when they want. Your content marketing plan must meet your customer where he wants to be met and where he is. If it reaches the consumer and is shareable, you will notice that it serves your goal 24 hours a day, 7 days a week.
The marketing content strategy includes the following means of communication:
- Blog articles;
- Downloadable electronic books;
- Videos;
- Fixed images;
- Infographic;
- Customer contribution;
- Books;
- Saved webinaries and many other forms of content.
How to implement an effective content strategy?
Here are some simple tips that can help you create or improve your website content strategy:
Decompose the process into several stages
By dividing the process into several stages, process management will be easier. Any good article strategy involves breaking down the process into steps. It will be easier for you to stay on the task if you define your goals and follow a well -established practice.
Here are some steps to follow:
- Research ;
- Analysis ;
- Strategy ;
- Content creation.
Don't be afraid to be creative
If you really want a good article strategy, you shouldn't be afraid of being creative. Learn and try different formats. The objective is to create coherent, significant, sustainable and attractive content.
Have good content
Of course, you need good content and use a variety of platforms to make your business more efficient. The content of your site must convince the consumer to buy your product or service. The content should not only be good, it must also be accessible to the public. In our time, you can easily exceed traditional content strategies.
Remember that without a good content strategy, you will not go far. Your strategy will help you identify what already exists, what you need to create and why exactly you have to create it in the first place. If you are unable to develop your own strategy, there are many content writing teams on the market that will give you a helping hand. Whatever you do, be sure to choose a team that is affordable for you.
